Deloitte Social Media Congres 2010 (Final)

Social Media Congres 2010
Theo Slaats – Partner CRM Deloitte

© 2010 Deloitte Consulting BV – All rights reserved

Contents

Social Media and the Customer

Social Media Strategy and Example Cases

What are the Benefits?

Where to Start?

2 © 2010 Deloitte Consulting BV – All rights reserved

Power of Social Media


What is the social customer doing?

Uses new
online
channels and
new
communication
tools Trusts in
Seeks support advices made
to connect by online
with like- friends,
minded peers acquaintances
and strangers

The new
Reads and
creates
Social
product Customer Tends to buy
reviews, more online
product than offline
rankings and
blog posts

Wants to
Expects better provide
customer feedback
experience about the
online and product and
offline customer
service


Social Media provoked an expansion of the R in the CRM

Company / Company Customer / Partner
Company / Competitor Customer / Competitor

Company / Partner Customer / Customer

Company / Customer Partner / Competitor


Predictions indicate that 2010 is the year where the market
requires clear ROI for Social Media
• Research indicates that
companies view their initiatives as
“experimental”
• Still executives demand to see the
Return On Investment for all
Social Media initiatives
• What elements can be further
explored?

1. Let’s not forget for who we are
doing this: the Customer
2. Let’s put some smart thinking
behind the initiatives: develop a
Social Media Strategy

The influence of social media on our relation with customers
reaches further than use of new technology
Landscape Channels Processes
• Auction website
Customer Customer
• Video sharing Establishing need
Customer • Phone • Microblogs
• Fax • Podcast
• Email
• Price comparison website

impressions
Customer Customer • Service
• Wikis

Decision
Sharing
• Letters
• Personal contact • Social Networks

+
Customer
Customer
• Company’s website • Blogs
• SMS • Widgets
Competitor Supplier / Partner • Instant Messenger • Photo sharing
Targeting

• Chat • Forums

Expansion

Acquisition
Experience
Customer Customer • Media • Slides sharing
• Reviews and ratings in retail sites Retention

• Social Bookmarking
• Wish lists
Your company • RSS Support processes
Customer Customer Value
Customer Customer Operation processes

Mindset Technology
Monitoring /
Interconnecting tools

! Customer
Conversation /
Collaboration tools Data
mining
Owned
Data RSS Forums
Process Support

! Blogs
Account Management
Contact Management
Activity Management
Lead / Opp Management Widgets
Campaign Management
! Sales Management
Service Management…
Interaction
Tags Ranking
Conversation APIs
Contribution Open Id

Wikis Podcast

Social Networks
Cloud
Computing
Employees Customers
Brand monitoring
services


Social Media Strategy and
Example Cases

To approach the Customer effectively your Social Media
initiatives need to be aligned with your business goals

Business goals Customer Operational Product Leadership
relationships Excellence

Social Media strategy*
Growth model


Listening
Monitoring of your customers’
conversations
Talking
Participating in two-way
conversations customers have
Energizing
Help customers sell or make
introductions to each other
Supporting
Enabling your customers to
support each other


Embracing
Helping customers to come up
with ideas to improve products
*source: Forrester


Some sample cases

Business goals Customer Operational Product Leadership
relationships Excellence

Social Media strategy*
Growth model

Listening
Monitoring of your customers’ Example: Online Customer Intelligence for WNF
conversations
Talking
Participating in two-way
conversations customers have
Energizing
Help customers sell or make
introductions to each other
Supporting
Example: Hallo for
Enabling your customers to
KvK
support each other
Embracing
Example: Deloitte
Helping customers to come up
with ideas to improve products
Innovation
*source: Forrester


Case example: WNF Listening
Type: Online Customer Intelligence (OCI)
Case: The OCI tool captures all relevant data from different sources (blogs, forum, communities
and news sites) and present this information in tagclouds. Based on the tagcloud further
analysis can be made
Business Value: Risk management, customer retention, effective campaign positioning, brand
value
Customer Value: Charity goals and values better aligned with customer needs


Case example: KvK Hallo! Supporting
Type: Community development and management
Case: Business to Customer and Customer to Customer Support
Business Value: Customer insights, cost reduction through customer-to-customer support,
brand value and image building
Customer Value: Customer-to-customer support and opinion, knowledge sharing, social
networking and collaboration, lead management


Case example: Deloitte Innovation Embracing
Type: Idea generation and management
Case: Deloitte Innovation created an innovation platform which gives employees the opportunity
to post and possibly develop their new business ideas. These ideas are rated on business value
and the best ideas are chosen to be developed into new service offerings with financial and
entrepreneurial support of the organization
Business Value: Innovative ideas which deliver competitive advantage in the market
Customer Value: New innovative service offerings to drive business value with


Social media presents some risk …

• Substitution
• Reputation
• Intellectual property & confidentiality
• Employee behavior
• Loss of control
• Quality & reliability of information


… yet presents many opportunities…

• Brand protection & reputation management
• Customer insights (“Voice of Customer”)
Enhance customer
1 • Marketing effectiveness
relationships • Customer service & associated support costs
• Time to market

Increase employee • Speed of access to internal experts
2 productivity & operational • Collaboration (projects, lean, BPR)
efficiencies • Communication costs

Foster creativity, • Speed of access to knowledge
3 innovation, • Collaboration (internal & external) on innovations
& collaboration • Employee satisfaction


…and benefits can be measured

Social feedback cycle
Several companies use the social feedback
cycle to justify the ROI. The social feedback
cycle states that previous conversations have a
positive effect on the consideration fase
customers can be in and marketeers have to
bridge to initiate the purchase. Effective usage
of social media can turn into positive
Social feedback cycle

Net promoter score
The Net promoter score can be used to
calculate the customer satisfaction and
promotion. Some companies have related these
results to financial figures of the initiative and
Net promoter score
concluded that an increase of the NPS has a
positive effect on the financial figures.

Digital Footprint Index
The Digital Footprint Index (DFI) is a single benchmark score that is
tracked over time to measure the effectiveness of a brand’s social
media efforts, as well as success relative to competitors. The index
measures three dimensions: Digital Footprint Index
Height: The quantity of conversation and content about a brand
Width: The level of consumer engagement, interaction and sharing
Depth: The level of message saturation and sentiment or tone

Reality check: the first real business case of a social media
project remains to be developed…

• We have to accept that not all aspects of social media are measurable and thus
building a real business case remains difficult

• At the same time, many traditional measures can be used: email marketing offer click-
through rates, sales opportunity conversion, first-time call resolution

• New social “sentiment” measures like social conversation buzz, reach and value need
to be added to the equation

• Don’t let the upcoming ROI debate prevent you from starting your social media
initiatives: define goals, start small, measure and evaluate results, and grow quickly!

• Only by measuring your initiatives and sharing your results with the community of
social media practitioners, the crowd can create more insight in the benefits of social
media in different contexts


Looking back at our Social Media strategy model:
listening is always the first step

Business Customer Operational Product
goals relationships Excellence Leadership

Social Media
strategy
Growth model

Step 1 Listening

Talking

Energizing

Supporting

Embracing


Step 2 is to articulate your Social Media Strategy
and Social Media Delivery

Social Media Strategy

Implementation
Objectives & Goals Audience Insights
Plan

Social Media Delivery

Execute Manage & Grow

Value Effort

Prioritize
and plan
Release 2 Ambition
Organi- Release1
Audience Business Technical
zational
Value value effort As is
effort


Theo Slaats Deloitte Consulting BV
Partner Laan van Kronenburg 2
CRM, Social CRM, Cloud Computing 1183 AS Amstelveen
The Netherlands

Tel: +31 88 2882531
Mobile: +31 6 52672525
tslaats@deloitte.nl
www.deloitte.nl/crm

Member of
Deloitte Touche Tohmatsu

Disclaimer:
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member
firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about
for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its member firms.


Deloitte Social Media Congres 2010 (Final)

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